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What is Lama Lama?
It has received multiple international design awards, including Awwwards.Lama LamaWe are a creative agency that focuses on digital branding, handling everything from naming and motion capture to 3DCG production.
Key features include a richly colored design and playful gimmicks incorporated throughout. Reflecting Amsterdam, one of Europe's leading global cities, the colors in the creations are open and clear. Despite the multi-colored palette, the well-organized color scheme simultaneously creates a sense of comfort and the brand's individuality.
What's particularly noteworthy is that their company website has a "playful" page, and almost all of their projects incorporate playful gimmicks, seemingly embodying that concept.
SHIFTBRAIN's Art Director's Top Picks for Lama Lama
Case 1:Noodfonds Amsterdam
This was a fairly large branding project that included everything from naming and visual identity to platform development. The project appears to employ a dynamic identity that changes shape depending on the situation and context, and the logo is based on motifs such as the "XXX (St. Andrew's Cross)" and the lion (national emblem) that symbolize Amsterdam.
What is particularly striking is the form of the central element of XXX. The structure, where both ends support each other, is reminiscent of the kanji character for "person," and I felt that this project truly utilizes the power of design as nonverbal communication, with the intention being immediately conveyed to any Japanese person. The way the essential value of this organization—that cities support people, and people support people—is condensed into a simple symbol is very insightful.
Furthermore, I felt that the strength of this identity stems from the fact that the logo can always maintain a certain angle and rules while being able to be developed into diverse forms such as hearts and patterns, and that its meaning can be expanded according to its use and context.
Case 2:Dorst & Lesser: Social Media Agency Amsterdam
This is the corporate website of the social media agency "Dorst & Lesser," and as its statement "We make brands human." suggests, the design thoroughly embraces the idea that brands behave like people. The text is very concise, like social media posts, and is designed to always fit within a single view without being overly descriptive.
Visually, the brand is characterized by its camera angles reminiscent of short videos and its video-centric content structure. Much of the direction is designed around the "circle" that evokes social media icons, and the consistent tone, from the handling of rounded corners and color schemes to the motion, is excellent, conveying the image of a social media agency.
Lama Lama's craftsmanship
We spoke with Tim Koree, Senior Creative Developer. He originally joined the company as a developer, but now he takes on a hybrid role, handling design and motion capture as well. He's considering moving to Japan in the future, and his Japanese was excellent. He mixed English and Japanese during the interview, which was very helpful for our team members who don't understand English!
Project design starting with a workshop
How do your projects usually proceed?
While it varies depending on the project, we generally proceed in four phases: direction setting → functional design → visual design → development.
First, at the start of a project, we conduct a 2-4 hour workshop to gain a deep understanding of the client's direction. This includes not only self-introductions and interviews to deepen understanding, but also verbal exercises. For example, we use a method to visualize the company's stance by placing two words side by side and having participants choose which one is closer to their intended meaning.
Based on the workshop content, we will present multiple concepts and directions, and reach a consensus on the overall tone and style. We usually don't use references much; instead, we often determine the direction by showing designs that we have created ourselves. From this point on, designers and developers begin to think about the tone and style, colors, and how motion will move.
Next, in the functional design phase, we consider the structure of the website. We determine the number of sections needed, whether or not to include a blog function, and the specifications of the forms. Here, we also incorporate competitive analysis and SEO perspectives to consider elements that will differentiate the client and enhance their competitiveness. From this point on, the developers also participate, and we estimate the feasibility and the actual amount of work required.
In the visual design phase, designers create the specific designs.
And finally, there's the development phase. Developers often take the lead in implementing motion, intuitively creating it while maintaining the design intent and overall project consistency. The development phase is often the most time-consuming part of a project.
Good design isn't just about having an impact; it must also be functional.
How do you think good design is determined?
I believe it's about "simplicity." However, there are two clear conditions for that simplicity. One is "combining beauty and functionality." The other is "being honest and down-to-earth."
While it's possible to create visually impactful designs, it's pointless if it confuses users and makes the system difficult to use. I believe the ultimate criterion for judging whether a design is good is whether it truly functions for the client's business.
Management for successful collaboration
What do you consider important for the success of a project?
At Lama Lama, we place great importance on collaboration in our projects. We believe that the quality of the output is enhanced when each phase, such as strategy, design, and development, proceeds in close coordination.
On the other hand, projects involving multiple domains present significant challenges in resource management. This is where project managers play a crucial role. They maintain balance across the entire team and drive the project forward.
Impressions of the visiting members
Ishizuka (Art Director / Designer)
During my recent business trip to Amsterdam, I interviewed Lama Lama, the studio that I felt was closest to SHIFTBRAIN's current location. In contrast to the energetic and lighthearted impression I got from their website, the office was filled with posters by Kazumasa Nagai and Ikko Tanaka, and being surrounded by Japanese design while overseas gave me a strange feeling of being in Japan.
I interviewed Senior Creative Developer Tim, and we found our sensibilities and approaches to creation to be very similar. The conversation was relaxed throughout, almost like talking to a friend. I was also able to see the website before it was launched and learn about the challenges involved in its creation, which gave me a glimpse into the behind-the-scenes aspects of production. It was a very stimulating experience.
What was particularly impressive was that by the time the interview continued until 6:00 PM (it actually ended at 6:30 PM), Tim was the only one left in the office. Furthermore, hearing that they have a three-day weekend, I felt that they have a very thorough separation between work and personal life. It wasn't just a system in place; it seemed to be genuinely functioning, which was quite shocking.
Kin (Motion Designer)
I remember being shocked when I visited the office and saw a bar stand at the entrance. Hearing that some employees, including Tim, work a three-day weekend, I was once again struck by the clear distinction between work and leisure, and the even more flexible work style compared to Japan.
I also remember being struck by how Tim's company, which primarily operates remotely, is a stark contrast to ours, as employees gather in the office and they quickly translate client feedback into deliverables by meeting with clients directly. Tim is a rare individual who handles both development and design, which is impressive in itself, but he also studied Japanese. I appreciate that he used Japanese during the interview and kept the conversation flowing smoothly until the very end.
Okada (Producer)
What impressed me most about this interview with Lama Lama was the friendly atmosphere that permeated the entire studio.
The office was located in a quiet area a little outside the center of Amsterdam. Upon entering, you were greeted by a pleasant bar area, with the workspace located beyond that—a somewhat unique office layout.
In the interview, I spoke with Senior Creative Developer Tim, who spoke excellent Japanese and answered each of my questions carefully. I was surprised to hear that he was only 24 years old, but he was much more composed than his age would suggest, and I felt relaxed throughout the conversation, as if I were talking to a friend.
Furthermore, not only the people who participated in the interview, but also the other members of the office naturally struck up conversations with me, and I felt that the entire team warmly welcomed me. During my visit, they offered me a carbonated drink like kombucha (which is apparently famous as it was sold in the supermarket) and local sweets, which were delicious. I felt a friendly atmosphere, including these small acts of hospitality.
I was also impressed by their work style. We visited in the late afternoon, and by 18 PM, most of the members had left the office, with only Tim remaining. Later, I learned that they have a style of working intensely and rarely doing overtime. Although there are busy periods, I felt that a culture of valuing the separation of work and personal life is firmly rooted in their daily routine.
And what I personally remember most vividly is the scene as we were leaving. After we left the office, Tim waved goodbye to us as he got on his motorbike. It was only a fleeting moment, but that genuine warmth felt symbolic of our visit to Lama Lama.
It was a very warm interview, where I could feel not only the discussion about creativity, but also the closeness of the person and their natural hospitality.
Tsuboi (Project Manager)
Lama Lama was the only agency among those we interviewed that was composed entirely of local Dutch staff. While the other agencies had multinational members and many international clients, Lama Lama's distinctive feature was its business being rooted in the Netherlands.
There were several Japanese posters displayed in the office, which made me feel a sense of familiarity.
Conclusion
Behind the phrase "creating something good" lay the team's philosophy and structure. Tim's story reinforced my understanding that creativity requires not only intuition, but also strategy, process, and teamwork.
In this series, I will continue to introduce ideas I encountered in the creative scene in the Netherlands.
Next time, we'll be introducing Antinomy and 27b in Amsterdam. Stay tuned!
